Decision Point: Choosing a Target Market

$$Before making a recommendation, you consider the profiles for the three segments:

Generation X $($Gen X$)$ consists of those $66$ million Americans born between $1965$ and $1980.$ Gen X tends to be less materialistic than other cohorts, valuing experiences over possessions. Gen X parents often put family first, over career and other pursuits. Of the recent generational cohorts, Gen X is the most skeptical about marketing, but does tend to become very brand loyal over time.

Millennials $($Generation Y or Gen Y$)$ consists of those $75$ million Americans born between $1981$ and $1996.$ Millennials view digital technology as a fundamental part of life since they are the first generation to grow up with computers, mobile phones, and social media. Millennials tend to be more frugal, connected, and impatient than other cohorts. Millennials look for authenticity and value from marketers and brands.

Generation Z $($Gen Z$)$ consists of those $80$ million Americans born between $1997$ and $2012.$ These consumers take Wi$-$Fi$,$ smartphones, and digital media for granted since they have never known life without digital connectivity. Gen Z blends the online and offline worlds seamlessly in both their social and their consumer worlds. Like the youth generations before them, Gen Z tends to be fickle and not brand loyal.

Given the profiles of the three generational cohorts, which cohort do you recommend targeting?

Select an option from the choices below and click Submit.